Kelly Murray, leadership and operations coach, in a modern studio lounge

Your Manager Could Be a Million-Dollar AssetLeadership and operations coaching for multi-unit brands

Clarity. Confidence. Impact.

Most studios plateau not because they lack talent, but because their managers lack systems. I build the frameworks that turn good people into great operators.

Work With Kelly

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The Diagnosis

Here's What's Actually Happening

You hired smart people. They care about the business. They show up every day.

But they're drowning in tasks without systems. Following up on leads manually. Trying to remember everything instead of tracking it. Working hard but not seeing the numbers move.

Your manager wants to succeed. They just don't have the infrastructure to make it happen consistently. Missing follow-ups isn't laziness, it's a system problem. Inconsistent enrollment conversations aren't attitude issues, they're training gaps.

You built a business that requires your personal oversight for everything because the systems don't exist to support your team.

Kelly Murray standing in front of a colorful mural

Most owners think this is normal. It's not. It's fixable.

Work With Kelly

About Kelly

Why I CAN Fix It

I didn't study this industry from the outside. I built it from the inside.

I'm a dojo rat. Grew up on the mats while my parents built a 9-location martial arts empire. At 16, I wasn't just training, I was running my dad's school as his director of operations.

Then I took that foundation to iLoveKickboxing and became one of the main architects behind their explosive growth, building the management systems and operational framework that helped scale them to 300+ locations.

I didn't just watch a franchise expand. I engineered it.

Now I bring that exact playbook, built from childhood in the dojo and proven at scale, directly to individual school owners and their managers.

Work With Kelly

Elevate your business. Your team. Your impact.

Stronger Leaders /Better Systems /Bigger Results /Elevate Your Impact /

Proof

What Happens When We Work Together

Schools scaled from 6-figure struggles to 7-figure operations

Managers transformed from task-followers to business drivers

Teams that generate consistent results without constant oversight

“
When I started this course, we were a school at around 70 students gaining 5 students a month. This course has been refreshing, it gave me the structure I needed to lead at a higher level.
Alexandra Magdelinskas
Program Director, Action Karate Newtown

“
Kelly has the unique ability to marry her many years of business experience, knowledge and acumen with her beliefs in universal laws. She can dive into the weeds in order to diagnose operational issues, while remaining mindful of the big picture.
School Owner
Multi-unit operator

“
Working with Kelly has been a game changer for our company and our team! She has brought clarity to our company structure, growth and more importantly to our team.
School Owner
Two locations

“
Kelly is a tremendous help not just in business systems, but more importantly in training managers how to be good leaders. Kelly will teach you how to communicate, train, and inspire team members.
School Owner
Program Director Track client

These testimonials reflect the experience of individual clients. Results vary and are not typical, average, or guaranteed. Testimonials are shared with permission and are not compensated.

Work With Kelly

The Work

How to Work With Kelly

Five ways in, from certifying a single manager to embedding an operational leader inside your entire organization.

Kelly Murray speaking with leaders at an Impakt Mastermind event

Management Certification

Levels 1, 2 & 3

Who it's for: Franchise brands, multi-unit operators, growing organizations, and managers stepping into formal leadership.

A structured certification pathway that turns managers into high-performing operators who drive revenue and build accountable teams.

+Level 1: Marketing, Sales & Execution. A 12-week operating system covering lead generation, the full sales conversation from first contact to enrollment, pricing presentation, objection handling, and time-blocked weekly execution. Builds a manager who runs on inputs, not guesswork.
+Level 2: Operational Leadership. Ownership of people, systems, numbers, and customer experience. The primary objective is growing and protecting revenue.
+Level 3: People Leadership. Team development and advanced leadership scalability.

Investment: $997 to $1,997 per level · corporate enrollment encouraged

Enroll Now

Manager Mastermind

Ongoing group coaching

Who it's for: Studio managers and leaders. No certification required to join.

Not a course. Certification is a limited scope of learning, the Mastermind is continuous accountability and execution support for managers already in the role who need a room that keeps them sharp week after week.

+KPI tracking, case study reviews, and role play built into the rhythm.

Investment: $1,000/month · corporate bundles available

Join the Mastermind

III

The Edge

Fractional DOO partnership · multi-unit only

Who it's for: Multi-unit CEOs and franchise operators with 2+ locations and an existing management structure. Not for businesses in survival mode or without basic systems.

An embedded operational leadership partnership, not coaching, not consulting. Kelly works alongside ownership and leadership weekly on performance, accountability, and growth.

+Weekly leadership meetings, daily Slack accountability, monthly strategy sessions, and quarterly performance reviews.
+Managers and leadership also get full access to the Management Certification levels and Manager Mastermind at no added cost.

Capacity: Limited to 5 clients
Investment: Starting at $2,200+/month, subject to increase
Commitment: 90-day minimum · 6 to 12 months recommended

Apply for The Edge

Speaking Engagements

Keynotes, workshops & panels

Who it's for: Industry conferences, owner groups, and franchise events looking for a speaker who has run the operations, not just studied them.

Kelly speaks from the inside. Former Director of Training at iLoveKickboxing, former COO of Relentless Media Agency, current fractional DOO for multi-unit brands. She has built the systems she talks about, and broken them in real businesses first.

+Topics center on management structure, role clarity, and scaling without the owner becoming the bottleneck.

Booking: Inquire for topic list and availability

Speaker Page & Booking

On-Site Trainings

In the building, not on a screen

Who it's for: Studio owners and leadership teams who need Kelly on the floor.

An in-person, extended engagement where Kelly trains your team on-site, observes real operations in real time, and works alongside your managers on the actual gaps she finds that day.

+Built for teams that learn faster with direct observation and live correction than with another Zoom call.
+Full or half-day site visits, scoped to the client's specific team and location needs.

Investment: Custom, scoped per engagement

A Selective Partnership

Who This Works For

This works if you:

+Generate $300K+ annually and want to scale beyond personal oversight
+Run multiple locations and need consistent systems across sites
+Have managers who want the tools to succeed
+Are ready to build infrastructure that supports your team's success

This doesn't work if you:

/Think the problem is marketing when it's actually systems
/Want feel-good coaching instead of performance-driven frameworks
/Generate less than $25K monthly
/Prefer to do everything yourself rather than build systems

Apply for DOO Partnership

Frequently Asked Questions

What is a fractional Director of Operations (DOO)?

A fractional DOO is an embedded operational leader who works inside your business part-time. With The Edge, Kelly works alongside ownership and leadership weekly on performance, accountability, and growth: weekly leadership meetings, daily Slack accountability, monthly strategy sessions, and quarterly performance reviews. It is not coaching and not consulting.

How much does it cost to work with Kelly Murray?

Management Certification is $997 to $1,997 per level. The Manager Mastermind is $1,000 per month. The Edge fractional DOO partnership starts at $2,200+ per month with a 90-day minimum. On-site trainings are custom-scoped, and speaking is by inquiry.

Who is The Edge for?

Multi-unit CEOs and franchise operators with 2+ locations and an existing management structure. It is not for businesses in survival mode or without basic systems, and it is limited to 5 clients at a time.

What does the Management Certification cover?

Level 1 is a 12-week operating system for marketing, sales, and execution: lead generation, the full enrollment conversation, pricing presentation, objection handling, and time-blocked weekly execution. Level 2 covers operational leadership: people, systems, numbers, and customer experience. Level 3 covers people leadership and team development.

Do managers need to be certified to join the Mastermind?

No. The Manager Mastermind is open to studio managers and leaders already in the role. It is ongoing group coaching with KPI tracking, case study reviews, and role play.

Does Kelly Murray work with businesses in person?

Yes. Kelly is based in Chandler, Arizona, and offers full or half-day on-site trainings where she trains your team, observes real operations, and works alongside your managers on the gaps she finds that day.

What is Kelly Murray's background?

Kelly grew up in her parents' 9-location martial arts business and ran her father's school as director of operations at 16. She was Director of Training at iLoveKickboxing, helping build the management systems behind its growth to 300+ locations, and was COO of Relentless Media Agency. Today she is a fractional Director of Operations for multi-unit brands.

Who is this not a fit for?

Businesses generating less than $25K a month, owners who think the problem is marketing when it is actually systems, owners who want feel-good coaching instead of performance-driven frameworks, and owners who prefer to do everything themselves.

It's time to ask yourself...

What Happens If You Don't Fix This

Every month without proper systems costs you $40,000+ in lost revenue. Every month your good people struggle without the right frameworks costs everyone.

Your manager is either your greatest asset or your biggest missed opportunity. The difference is systems.

I only work with owners who are ready to invest in their team's success.